TVNZ to drop new obligation

10:05 AM, 17 May 2012

TVNZ wants to ditch its
legislated obligation to provide an advertising platform in
the lead-up to a general election, saying the low-rating
broadcasts go against its new remit to act as a commercially
successful company, reports NBR.

The broadcaster says the
opening and closing addresses for the 2011 general election
attracted significantly lower ratings than the corresponding
nights a year earlier, with total audience across the three
nights an average 20% lower. "This places TVNZ at a serious
commercial disadvantage to its competitors," TVNZ general
counsel Brent McAnulty said in a submission to Parliament's
justice and electoral select committee, which is holding an
inquiry into the 2011 general election. "It is no longer
appropriate for a commercial entity such as TVNZ to be
required to provide coverage free of charge when such
coverage affects its revenue and when its competitors face no
such obligation," Mr McAnulty said.

TVNZ says audiences are
"increasingly disinterested" in the opening and closing
statements, because of the sophistication of political
advertising, the increased use of social media to communicate
messages, wider sources of information for voters to tap
into, and a noisier political landscape with more
parties.